The organic food sector in Austria is thriving in 2024, as indicated by the latest data from RollAMA, showcasing a marked increase in consumer preference for organic products. This shift highlights the integration of high-quality, sustainable foods into the everyday diets and shopping habits of Austrians.
Recent statistics reveal that organic food purchases have jumped by 5.5% in volume and 3.7% in revenue compared to the previous year. This impressive growth sets new records for both the quantity of organic items bought and the spending on them. While the organic segment’s share of total supermarket sales has remained steady, it now accounts for a noteworthy 13% of all food expenditures. This signifies that organic products are no longer confined to occasional purchases but have become an established part of everyday life. Notably, the quarterly fluctuations in purchasing suggest that organic options have transitioned from seasonal trends to consistent consumer choices throughout the year.
Diverse Trends in Organic Categories
The RollAMA report reveals distinct purchasing trends between animal-based and plant-based organic products:
- Animal-based Products: Drinking milk leads this category with an impressive 30% share of organic sales, followed closely by yogurt and eggs, which are also seeing a surge in demand. Growth is particularly strong for milk and meat products, indicating robust interest in these items.
- Plant-based Products: The market for organic fruits, vegetables, and potatoes remains stable, though organic flour has surged—potentially suggesting a growing trend towards home cooking and baking among consumers seeking organic options. Increasingly, organic alternatives are becoming the default choice in plant-based categories.
The organic meat market has also experienced a notable uptick in 2024, despite holding a smaller market share of 7.6%. The growing demand reflects a broader consumer focus on animal welfare and ethical shopping choices. Additionally, organic produce aligns with evolving dietary preferences. Nevertheless, the organic egg segment is expanding more slowly due to supply constraints.
Evolving Consumer Behavior
In 2024, the purchasing frequency of organic products and the amount bought per household reached all-time highs. Households on average purchased 66.1 kilograms of organic goods over the year, spread across 58.5 shopping trips. Annual expenditures on organic food peaked at around 340 euros per household, another record milestone.
Demographically, both older adults (50 and above) and younger consumers (up to 29 years) show a stronger inclination towards organic products than the general population. Older shoppers often prioritize food quality for health benefits, while younger buyers gravitate towards values centered around sustainability and animal welfare. Interestingly, smaller households tend to stock more organic items than larger families, where financial considerations, particularly for pricier items like meat, weigh heavily on purchasing decisions.
Supermarkets Lead the Organic Sales Charge
Supermarkets continue to serve as the primary venues for organic product sales, holding a substantial share despite the strong presence of discount retailers. These stores contribute nearly 25% of the organic market’s revenue and around 30% of its volume sales, but supermarkets remain the favored choice for many organic shoppers.
Although discounts on organic products are commonplace, the proportion sold at a discount saw a slight decline in 2024, down to 29.4% from 30% the previous year. Organic meat, however, remains an exception, with a high promotional share that reflects the significant price disparity with conventional meat, indicating that these deals influence consumer choices towards organic options.
To bolster the credibility of organic products, AMA-Marketing employs an effective communication strategy that focuses on transparent information about quality and origins. The AMA Organic Seal plays a pivotal role in this strategy, ensuring strict adherence to organic standards and providing a trusted guide for consumers in various shopping settings. Initiatives like the AMA “Alles Bio” Days, alongside comprehensive information campaigns, are designed to raise awareness about the benefits of organic products, strengthen trust in certified options, and sustain the growth of the organic market.
The insights derived from RollAMA stem from a collaborative effort between AMA-Marketing, YouGov (formerly GfK) Consumer Panel Austria, and KeyQUEST Market Research. The program analyzes grocery purchases from 2,800 Austrian households, covering an extensive range of products, including meat, dairy, fruits, and vegetables. The resulting data provides a comprehensive view of grocery spending behaviors in Austria while excluding single purchases or out-of-home consumption.
Source: Bioecoactual